By Suvendrini Kakuchi
TOKYO, Jun 21 2001 (IPS)

Full-length posters for sale, a new compact disc featuring his favourite music, an electronic magazine registering a million sign-ups on the day of its launch, and daily television programmes on the life of Japan’s newest idol.

No, the newest rage is not about Japan’s latest movie star but its prime minister, Junichiro Koizumi, a 60-year-old politician who sports a rock-and-roll type hairstyle and was a single father to his two sons until they left home a few years ago.

Analysts see the public’s fixation with their new leader as a signal that Japan’s traditionally stodgy politics has been replaced by a new, more, flashy era.

Koizumi, who became prime miniser on Apr. 26, is revolutionising Japanese politics, says Kunihiko Okada of the Matsushita School for Politics and Economy, a private outfit that teaches leadership. “His style is more in line with the flashy, hard-hitting west and younger people are lapping it up.”

Last week, the veteran politician, who belongs to the conservative Liberal Democratic Party, opened his own e-mail magazine, the ‘Cabinet E-mail Magazine’.

In his first message there, Koizumi said, “I am Koizumi, the Lionheart.” He described himself as “24-hour public servant,” and also added that “since becoming the leader, I feel like a caged bird because I have ten bodyguards with me all the time.”

“The idea behind the magazine is to sell his charming personality. It is a totally new approach,” explains Professor Keichi Katsura, who teaches mass media and communication at the Tokyo University of Information Sciences.

“Koizumi politics,” as some people call it, is marked by lively televised debates and personal stories. This approach “is working like magic over the people,” says Rieko Ogawa, a political analyst.

She calls the formula well-timed. “Koizumi has appeared at a time when Japan’s self-confidence is at its lowest, with no new vision projected from Japanese politicians,” she says. “In this respect, Koizumi’s timing is perfect.”

Last week, opinion polls conducted by the media reveal an 85 percent approval rating for Koizumi, by far the highest for any post-war government in Japan.

Asked why they support him, respondents said Koizumi was “capable of reforming Japan” and was “straight talking” — reasons that topped the list of their opinions of the prime minister

A young woman, interviewed recently in a television programme on the leader, called him “cool”.

She also said she was touched when the media reported Koizumi had tears in his eyes when he met in May with victims of leprosy who won a lawsuit against an official isolation policy by the Japanese government.

Some supporters even go as far as equating Koizumi to a “god”. Said Masaru Okayama, who owns a convenience store in central Tokyo: “I am pinning my hopes on him. Koizumi and his Cabinet are like gods, because they are working so hard to reform Japan. I know he will not fail us.”

Okayama particularly endorses Koizumi’s decision to steer away from deeply entrenched faction politics that have shaped Japan’s politics — and government — for decades. Okayama thinks this will lead to a more open and fair Japan.

Meantime, analysts say the high expectations for Koizumi have become so intense that public sentiment is swinging to extremes.

A barrage of heated questioning of Koizumi during a parliamentary debate, by Naoto Kan, spokesperson for the opposition Democratic Party of Japan, resulted in a flurry of telephone calls by an angry public. “Don’t bully the prime minister,” complained one angry caller to Kan’s office.

At the same time, there is apprehension about the new national mood for Koizumi. “While the more personal approach is welcome in politics, people must maintain a rational way of looking at things,” warns Ogawa.

She points out the current sentiment is actually dangerous, because people tend to gloss over key issues in Koizumi’s programme of government — his declared desire to change Japan’s Peace Constitution and acknowledge the Self-Defence Forces as a full, legitimate military force.

“Such moves are not good for Japan with its past aggression in World War II. But with Koizumi’s sky-high popularity behind him, people could accept anything and that is very worrying,” Ogawa adds.

Ogawa, a regular television political commentator, says that she has got fewer offers since last month because of her criticism of Koizumi. “Television does not want its ratings to fall, which is why I have not been asked as often as before,” she says.

Okada of the Matsushita School of Politics and Economy adds that painful developments, such as more unemployment and higher taxes as a result of important reforms such as ending financial support to bankrupt companies, ought to be given deeper study.

“Koizumi will then face an acid test and the public may not be all that enthralled. The disappointment might see adverse effects in Japan — not the best thing right now,” he explains.

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